Understanding the Determinants of Service Channel Preference in the Early Stages of Adoption: A Social Cognitive Perspective on Online Brokerage Services

Abstract

In today’s increasingly technology-mediated world, individuals are often confronted with a decision of whether to obtain services through online, self-service technologies or traditional, nontechnological alternatives. Understanding the mechanisms by which consumers choose among these competing service channels represents an important concern for… (More)
DOI: 10.1111/j.1540-5915.2008.00215.x

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